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The digital marketing lessons that businesses can learn from Ashley Madison

10 Digital Marketing Lessons From Ashley Madison

10 Digital Marketing Lessons From Ashley Madison

 On Monday, 20th June, it was revealed that the most infamous infidelity website in the world has been hacked. Founded in 2001, Ashley Madison has amassed millions of members from all around the world and is known for its controversial slogan, ‘Life is short. Have an affair.’ The hack is sensational for many reasons, however it is breach of privacy that will affect the future success of the website. Never mind the devastation of spouses finding out about extramarital affairs through leaked messages and photos, marketers are wondering will this hack affect Ashley Madison’s ambitions for an IPO?

How Ashley Madison became a digital marketing success

Hate it or love it, Ashley Madison is a brand that understood human psychology and became an online success. Here are 10 digital marketing lessons from the brand:


1.Digital marketing can define a brand’s persona

Ashley Madison is known to be controversial and used digital marketing to convey this message of the forbidden or flirtation with danger. There is nothing subtle about the brand’s approach in its content marketing or advertising material online.


2. USP can be communicated effectively using digital marketing

Ashley Madison promoted its USP (unique selling point) of clandestine, no strings attached affairs heavily in its content marketing. The privacy may have been breached recently but the brand always knew that its large database of like-minded members was a unique selling point. It was marketed as the largest dating website for married people in the world.

3.Video Marketing can increase conversion rate and brand awareness

When a television ad spot was rejected in 2009 during the Super Bowl, Ashley Madison’s video was put on YouTube where over 1.3 million people viewed it. With video marketing conversion rates outperforming all other digital marketing strategies, this is effective marketing for the brand.

4. Blogs are effective for content marketing

Ashley Madison has an informative blog about online dating that is both engaging and updated constantly. Blogs are effective in attracting new readers and in creating a persona for the brand. Their lighthearted, easy to read posts are good examples of content marketing for their targeted users.

5. Know your target customers

Ashley Madison knew its target users and directed its digital marketing at them. In the beginning, the brand targeted independent and upwardly mobile women who were looking for affairs. The brand used marketing to convince potential users-both men and women-to search for their partners online.

6. Unique marketing content is best created inhouse

In the beginning, Ashley Madison created their content marketing and advertisement in-house because no advertising agency understood their market well. The more unique the brand, the better the position they are in creating content for their own marketing. Marketing agencies can be outsourced for better distribution of the content.

7. Optimize conversions from the start

Acquiring customers was the one of the first things Ashley Madison looked at. They used targeted marketing and mass advertising to quickly convert leads into paying members of their website. A content strategy that optimized conversions should be the priority of every online business.

8. Customer data is used for optimizing marketing campaigns

Ashley Madison has collected many pieces of data about its customers and used this to improve their digital marketing campaigns. By analyzing the behavior of their customers, Ashley Madison was able to place advertisements at optimal times or intensify their marketing.

9. Consistency in digital marketing

The message communicated by Ashley Madison is harmonious across all of its digital marketing channels. This way, it was able to maintain a consistent brand persona that attracted/retained more customers.

10. Context informs the content marketing

Context provides the setting for Ashley Madison’s content marketing. The brand analyzes people’s behavior to serve up advertisements in the correct contexts: when they are browsing adult websites or looking for online dating sites. Marketing in the right context can increase conversion rates tenfold and that is what Ashley Madison has done.

Alvomedia online marketing agency launches online video marketing services for businesses

Alvomedia Video Marketing Services

Alvomedia Video Marketing Services

Alvomedia is launching our video marketing services to help boost your brand. With affordable video production packages from £299, we can help give your business a professional make-over with motion graphic video presentation and other goodies.

If you have thought about reaching more people through dynamic video presentations, then get in touch with Alvomedia today to see how we can help. We use online video distribution to get your business in front of thousands of new prospects. If that wasn’t enough, you will also benefit from increased web traffic and conversions from mass video distribution.

Help from expert video marketers

Our expert video marketers have helped hundreds of businesses throughout their career. Once you get in touch with Alvomedia about video marketing, we will contact you for a free consultation and discuss the video search engine optimization for your proposed video.

The video marketing and online video distributions services you get will include real YouTube views and a professionally produced motion graphic video with your specific logo and business details.

Video marketing may seem like a relatively new area of marketing, but leaders in the industry have adopted this earlier. 70% of marketing professionals claim that videos convert better than any other medium and 72% of marketing agencies say that online videos are more effective than TV advertising! Bear in mind how affordable online video marketing can be and you have a cost effective marketing method that will make you money.

 

At Alvomedia digital marketing agency, we believe that videos are one of the most effective ways to help your business grow in revenue. We have the resources to help ambitious businesses and this is why we are offering a new video marketing service.

Our marketing include:

  • High definition video production
  • Optimized video distribution (Video SEO)
  • Targeted online video advertising to get your message in front of the right people
  • Great design and consistent corporate message

High quality video production

A high quality video speaks volumes about your business and the professional standards that you adhere to. If you want your video to shine, it must show great video production values. No, you don’t need a film set to make your business look good. You do need a great corporate image,  testimonials, product tutorials and an entertaining message to be memorable. Depending on your budget, we have the resources to produce very high quality videos for your business.

Video advertising

Video marketing is not just about producing a high quality video. You are required to distribute this online to hundreds of websites, blogs and mobile devices. Without the resources, this is a very labor intensive and mind boggling task. With Alvomedia, you can start a video campaign that is local or global in scale. The importance of targeted video advertising cannot be highlighted enough. You can only convert your demographic of customers using highly targeted video campaigns. Let Alvomedia set your video campaign up and watch your revenue grow.

Video SEO marketing

Do you a video produced already but don’t know how to market it for Google search engines? Alvomedia can help you with video SEO to maximize your video’s visibility on the search engine. Our video SEO experts will use an effective keyword and link building plan to make sure your video gets found.

Victorias Secret is a hugely successful American lingerie brand that has utilized digital marketing to gain more conversions

5 Digital Marketing Lessons From Victoria’s Secret

Founded in 1977, lingerie brand Victoria’s Secret is now one of the most instantly recognizable apparel companies in the world. Despite intensifying competition in the lingerie market, Victoria’s Secret is a dominant force to be reckoned with. In December 2014 alone, the sales figure for the parent company was $2.2 billion, a record for the label.

Digital Marketing Lessons From A Luxury Lingerie Brand

The real secret to Victoria’s Secret’s success is a smart marketing strategy that focuses on conversions. Behind the super glamorous façade there are shrewd digital marketing minds to propel the brand to new heights of success. Here are the digital marketing lessons everyone can learn from Victoria’s Secret.

1. Social media marketing adds fuel to the brand

Victoria’s Secret is ubiquitous on the social media channels; Twitter, Instagram, YouTube and Facebook pages generate a lot of attention and furthers the brand reach for Victoria’s Secret. With 25 million likes on the official Facebook page, 670,000 YouTube subscribers and more than 7 million followers on Twitter, Victoria’s Secret is getting the right kind of attention. Instead of posting boring promotional content, Victoria’s Secret uses the appeal of their Angels and visual aesthetics to create compelling and informative content. Audiences can learn how to work out and go behind the scenes at the latest fashion shows.

2. Email marketing campaigns yields great ROI

Victoria’s Secret emails bring value to subscribers-exclusive coupons, sneak peek at new collections and members only shopping events are the perks of signing up. The key to retaining email subscribers is to provide something beneficial, and Victoria’s Secret understands this. Members are reluctant to unsubscribe for fear of missing out.

Compared to other methods of digital marketing, email marketing is still the most effective for return on investment. According to an EConsultancy survey, 68% of companies rated email marketing’s ROI as good to excellent. On average, companies attribute 23% of their sales to email marketing. If Victoria’s Secret’s focus on email marketing is anything to go by, it is essential for anyone’s online marketing strategy.

According to 2014 surveys of digital marketing, email marketing is still considered the most effective for ROI

3. Choose a user friendly website design

Victoria’s Secret has a user friendly website with easy navigation and strategically placed call to action buttons. Despite the glamorous image of the brand, the website design is simple and intuitive to use.

Website design for good user experience is vital to Victoria's Secret's success

4. Conversion optimized mobile marketing

Victoria’s Secret has mobile apps for Android, iPad, iPhone and the iPod. When it comes to boosting their mobiles sales, the lingerie brand uses many different ways to convert. Digitally enabled catalogs and interactive quizzes for mobile users to participate in are especially effective in converting leads into paying customers. After answering a mobile quizz about bras, the mobile user is directed to the stores in time for Valentines Day. Furthermore, there is a mobile chat feature that allows Pink Nation members to socialize with one another or have exclusive access to fashion shows.

5. Know your target audience and stick to it

Since the brand’s conception, Victoria’s Secret have always targeted attractive, affluent and fashion forward females as customers. The launch of a new sports range in 2014 has widened their appeal to health conscious customers as well. Despite a backlash from feminists and plus size models-most notably the Lane Bryant #I’mnoangel campaign, Victoria’s Secret never loses focus of who buys from them the most.

 

Boost your brand today with results driven online marketing services

Alvomedia Online Marketing Services

Online Marketing Services To Amplify Your Brand

Brand centric, results driven and professional.

These are the qualities you should be looking for in a digital marketing agency. Alvomedia understands that online marketing should be aligned with your brand persona and there is no better way to achieve this than to place the brand at the centre of your marketing strategy.

Everyday, the digital world is changing. Google, the most powerful search engine in the world, changes their search algorithms to help users find more relevant websites. Digital marketing channels are becoming more fragmented, and the volume of content-both visual and textual-is growing exponentially.

It is a challenge to get your voice heard amongst all the noise. Don’t you wish your brand could rise above the noise and connect with more people?

An online marketing agency that works with your business goals

Alvomedia online marketing agency wants to know what goals you have for your business. Once we gain an understanding of your business goals, we can implement a customized marketing strategy.

A customized marketing plan has several advantages for your business:

  • It analyses your business competition and the marketing tactics they use
  • It can find more effective ways to establish your brand reputation
  • It can allocate your business’ target audience and hone in on the marketing
  • It can make your marketing spend more cost effective
  • It can monitor results for marketing campaigns to get the best results

A full service online marketing agency

Alvomedia has integrated teams of marketing professionals to maximize your online marketing campaign. These day, businesses need an integrated online marketing plan with SEO, PR, Pay Per Click, smart analytics, user friendly website design and strategic social media marketing to dominate. Your business success is our success-get in touch with us today.

Alvomedia digital marketing agency creates custom made niche content for your content marketing needs

Alvomedia Offers Niche Content Marketing

Stress-free Niche Content Marketing

In need of high quality niche content? Alvomedia digital marketing agency can provide your business with customized niche content that does not compromise on quality.

Our professional online marketers are skilled in researching and tailoring content for different business industries. Effective inbound marketing requires content strategy and we can execute this for you too.  Alvomedia’s in-demand writing is exemplary compared to many other content creators. Our writers have an attention to detail and mind for engaging readers. Niche content that is expertly written and interesting will improve your reader’s conversion rates and get you better rankings on the search engines for your niche keywords.

Depending on your niche content marketing needs, Alvomedia offers 3 different packages:

  • Basic niche content creation (up to 4 pieces of unique niche content-at 500 words each-plus social media distribution at £500)
  • Business niche content creation (up to 8 pieces of unique niche content-at 500 words each-plus social media distribution at £800)
  • Advanced niche content creation (up to 30 pieces of unique niche content-at 500 words each-plus social media distribution at £1800)
  • Customized niche content marketing plan 

Niche Content Marketing Services

Alvomedia’s niche marketing services also include:

  • Articles and blog posts to establish authority in your niche
  • Writing for your website
  • Newsletter writing
  • Professional editing
  • White papers
  • eBooks
  • Case studies
  • Video production

To discuss the niche content marketing you require, get in touch with us at info@alvomedia.com or fill in our contact form. 

Customized niche content strategy

Niche content creation goes hand in hand with a good content strategy. Alvomedia can help to identify the most effective content strategy for your niche content.

Stress free niche content creation

Time is a valuable resource for any niche business;a busy schedule can make content creation difficult. With the help of Alvomedia, you can start boosting your brand reputation through content marketing from today.

 

Alcohol brands are using the hyper targeting tools on social media to advertise their products to audiences over the legal age of drinking

Big Alcohol Brands Embrace Digital Marketing

Shift From Traditional Advertising To Digital Marketing

Digital marketing has helped many big brands reach wider audiences across different channels but for age restricted brands this has not been a smooth ride. State regulations about advertising to minors has prevented big alcohol brands like Patron from jumping on the digital marketing wagon. Social media, with its millions of under-age audiences was simply out of the question.

The traditional forms of advertising for brands, such as television and native magazine adverts are effective, but the recent successes of social media marketing has shown online channels to be even more effective for reach and influence. Facebook and Twitter allows age targeted ads, and alcohol brands are starting to realise the possibility of reaching audiences over the legal age of drinking. In 2015 alone, alcohol brands Pernod Ricard and Patron has increased their marketing spend on social media.

Alcohol brands sees potential in digital marketing

This year, Newcastle Brown Ale has launched funny Facebook videos targeted at California and Las Vegas markets. After eliminating spends on traditional advertising. Newcastle Brown has been using digital as their new channels of advertising. The brand realised the potential of digital marketing and turning viral videos into real sales. The change from mass advertising to hyper focused ones may prove to be the most cost effective.

Alcohol brands can scale local using digital marketing

Wanting to scale local and use programmatic advertising is something that Heineken does to push sales. ‘Open Your City,’ a series of 60 seconds music video, is the summer 2015 campaign used by Heineken to target cities New York, Los Angeles and Miami. Heineken also partners with Tubemogul, a programmatic targeted video player to direct ads towards very specific audiences. Targeting the right people is the most cost effective way for any brand to spend on advertising. Of course, brands have to fine tune for differences in geographic locations.

Periscope and forays into virtual reality

With 3.4 million fans on Facebook and 213,000 followers on Twitter, Patron is not a small brand on social media. However, it is the marketing on Meerkat and Periscope that has garnered Patron more attention. Patron gave audiences behind the scenes look on Periscope and a virtual reality story about the making of Patron has increased interest in the brand. In 2015, Patron increased their digital marketing spend by 30% with the help of Golin and Razorfish. Meanwhile, Pernod Ricard increased their company budget on digital marketing by 50% over the last few years and are putting age and geography targeted paid social ads to increase sales.

Location targeting with digital marketing

Geo targeted advertising is helping alcohol brands zone in on their desired audience. Made Real Vodka, a startup spirits brand in New York will use geo targeted ads to find their first customers. Far from being a fad that alcohol brands are taking part in, geo targeted advertising. virtual reality and age targeted marketing are signs of things to come in the alcohol retail industry.

Jurassic World is the dinosaur movie that has made record takings at the box office thanks in part to its massive social media efforts

Social Media Helped Jurassic World To Roar

Social Media’s Role in Jurassic World Success

Making $524 million from its first weekend, Jurassic world is the monster film blockbuster that can attribute some of the success to social media marketing. With 353,000 Facebook fans added in one week and 1.7 million tweets (654,000 retweets), there is nothing small about the social media noise Jurassic World has created. Here are 10 ways social media marketing has helped to make Jurassic World a stomping success.

10 Ways Jurassic World used social media to create awareness

1. Jurassic World Twitter has engaging content

The official twitter account for Jurassic World is active, engaging and has links to other Twitter accounts offering fun facts about dinosaurs. There is no shortage of retweets, linked videos and dinosaur trivia to get fans excited about the movie release. Up and until the actual release date #jurassicworld hashtag has been trending encouraging conversations about the film.

2.Jurassic World Official website is linked to social media

Jurassic World’s own website has interactive games, movie trailers, cinema listing and enough information to keep any curious visitor engaged. The website links to all the major social media accounts for Jurassic World on Instagram, Twitter, Facebook, and Google+.

3. Jurassic Park’s Trailer on YouTube is a smash

The official trailer for Jurassic World has been viewed 5.8 million times in one week alone; overall the trailer generated 66 million views. This is the trailer here:

4. Universal Pictures YouTube page has relevant, exclusive content

Universal Pictures YouTube account has uploaded engaging behind the scenes footage and other adverts/content related to Jurassic World. They encourage viewers to share with friends on social media websites.

5. Jurassic World Facebook accounts are awesome

Jurassic World has related Facebook pages that display unique content different from its Twitter, Instagram and Google+ accounts. Visitors feel like they know a different side to the franchise. The Unofficial Facebook page is particularly engaging.

Jurassic World has leveraged social media such as Facebook to engage with leads

6. Jurassic World Game app is promoted on social media

There are literally social media pages for every Jurassic World product. The game app Jurassic World has its own Facebook fan page.

7. Jurassic World Google+ features more content, videos and competitions

Jurassic World has created an engaging Google+ page that mentions competitions and shares featurettes that would satisfy film fan’s cravings.

8. There is a Tumblr page dedicated to the Jurassic Park franchise

Jurassic Park Films is a Tumbr account that features amusing gifs from all the Jurassic Park related films. Social media platform Tumblr is ideal for the younger audience demographic and it is great for visual rich content.

9. Jurassic World Instagram account has exclusive photos

The best way to satisfy Jurassic World fans is by posting exclusive photos of the film’s cast and dinosaur stars. The Instagram account for Jurassic World has 104,000 followers and counting.

10. Competitions, Lego and romantic breaks

Jurassic World has really leveraged social media by holding competitions (National Geographic has a Jurassic World competition as well), creating a mock romantic resort booking page and having an official LEGO Jurassic world Instagram page. The sharing, retweets, linking, impressions and reach gets bigger by the day.

Fashion bloggers are influential to the purchasing habits of consumers

The Branding Power of Fashion Bloggers

Influential Fashion Bloggers

What do fashion bloggers Chiara Ferragni, Nicole Warne, Aimee Song, Leandra Medine, Garance Dore and Emily Weiss have in common? All are known names in the fashion sphere and all wield enough branding power to influence many millions of consumers.

Just recently, SocialBro found that the most influential fashion bloggers had more sway on consumer purchasing decisions than some celebrities and internationally recognised fashion brands such as Vogue. With millions of followers on Twitter and visual rich social media platforms such as Instagram, fashion bloggers do influence the way women and men shop. In an era where peer to peer recommendations and social media engagement matters, fashions blogs reach wider audiences than some advertisements can.

Fashion bloggers can help brands generate revenue

Fashion bloggers with millions of followers have the power to drive traffic and conversions when fashion brand links are placed on their blogging sites. Brands such as Hugo Boss, Louis Vuitton, H&M, Piaget, Dior, Gucci and Dior have already collaborated with fashion bloggers to tap into this huge potential. Fashion bloggers are a business unto themselves; the most influential blogger of 2015 is set to make $9 million.

Fashion bloggers such as Medine can add to a fashion brands appeal and revenue

It is estimated that a collaboration of River Island with Man Repeller could expand River Island’s audience by 223%. Brands like H&M and Topshop have already seen their cross over audience increase by 26% and 25% respectively. If there is anything fashion brands can conclude by looking at the success of fashion bloggers is that a partnership can generate revenue. It is thought that Armani, the high end Italian fashion house could expand their online audience by 25% if they collaborated with fashion bloggers.

Clamouring to colloborate with fashion bloggers could be the savvy move fashion brands are looking for to connect with millenials or anyone on social media. Fashion is a particularly competitive industry where perception can make or break the brand. Customers are much more discerning than before, choosing to believe peers and influential social media personalities than ad campaigns on magazines. According to statistics, 84% of customers would choose word of mouth and peer recommendations over advertising, something that brands can no longer ignore.

 

New video viewability statistics published by Google May 2015

Video Viewability Statistics By Google

Video Viewability Guidelines

According to Google’s latest findings, 54% of promotional video clips has viewability on phones, desktops and tablets. YouTube had 91% viewability and it was found that the larger the video format, the higher the viewability. To determine what content is viewable, Google has published a guide.

Video viewability statistics reflect responses on different screen formats

According to Google’s findings:

  • Audibility was an factor in influencing customers. People who heard a YouTube ad recalled that brand 33.1% more frequently than people who did not hear anything.
  • The main reasons for video ads not being seen is due to being played in the background on a hidden tab (76% of cases) and because the user skipped them in under 2 seconds (26% of cases).
  • Size matters for viewability. The most viewed ads were also the ones played on larger video screens (88%). To generate views, a video has to take up 50% of the screen.
  • Only 19% of video ads use the largest 848 X 477 video format.
  • Videos had more viewability on mobile devices than on desktop; 83% of videos were viewable on smartphones.
  • Page position mattered for video viewability: the most viewed position was just above the fold of the page
  • The most viewable ad sizes were vertical units
  • However, being positioned above the page fold did not mean being viewable: 68% of ads above the fold was viewable
  • Contents that held the viewer’s attention were the most viewable across all industries.
Facebook Instant Articles will deliver timely news straight to users timeline

Facebook Instant Articles

Facebook Instant Articles To Retain Readers

Facebook Instant Articles is a new feature that will make reading the news even faster and easier, without leaving your Facebook profile. Currently, the only way to read news online is through news organisation websites; Facebook Instant Articles is poised to change the habits of millions of people.

Publisher of news article that appear on Facebook timeline now has the option of monetising through Facebook’s ad programme or by selling native ads. Since Facebook provides a lot of traffic to news organisation websites, it seems like a natural progression for publishes to post their stories directly on Facebook.

From 13th May, the Facebook Instant Articles will be launching on the Facebook iPhone app; users can read news stories from The New York Times, National Geographic, BBC, NBC and The Atlantic amongst other publishes who have signed up to the revenue sharing scheme. In time, other publishers are likely to join in as well.

News sources will, “deliver fast, interactive articles while maintaining control of their content and business models.” Chris Cox, Facebook chief product officer.

Publishers can feature their own ads using Facebook’s audience network and with the help of analytics tools. To make their content stand out, publishers can also use embedded videos and animated gifs on Facebook. This allows for a more engaging experience where the fast loading time and content optimised for readers will rival news organisation sites. In addition to a wider reach, Facebook Instant Articles allow readers to engage more with the journalists and publishers using social media.

Facebook Instant Articles provides speed and audience data

One of the reasons BuzzFeed decided to take part in Facebook Instant Articles is the instantaneous video uploading feature. Fast upload times and auto-play are essential to a good user experience and the data gleaned from Facebook is valuable for BuzzFeed to create better content.